Nikki Wicks
Jul 23, 2015

Qantas takes passengers on virtual reality dive into the Great Barrier Reef

Qantas and popular Australian tourist destination Hamilton Island are the latest brands to experiment with virtual reality, taking audiences on a 360-degree experience of the Great Barrier Reef.

Qantas creates VR experience for passengers
Qantas creates VR experience for passengers

Sydney-based Rapid VR, which specialises in producing 360-degree immersive content, partnered with Qantas, Hamilton Island and Samsung to produce a VR film, which allows the airline’s customers to enjoy a 360-degree experience of the Great Barrier Reef and Hamilton Island.

The film is available in select Qantas international lounges and flights, where it can be viewed through the Samsung Gear VR headset. It is also available for online streaming via YouTube (see below) and 360 video site Vrideo, and as an app on the Gear VR's Oculus Store, and Android and iOS devices.

Virtual reality has been tipped as the next big innovation to shake up the marketing and advertising industry, and brands are increasingly experimenting with the medium. 

Don Anderson, managing director at We Are Social Singapore, believes that the early adopters in VR will be the ones that benefit most. “Marketers would be best advised to start researching and exploring now, in order to get in front of the coming wave of device launches, all of which will need content to justify consumer purchase,” he said in a previous interview.

Brands such as Qantas are seeking to leverage the latest technology to create new ways to engage with customers, said Susannah DiLallo, executive producer at Rapid VR.

For an interactive 360-degree experience, view in Google Chrome browser and select at least 1440p

“Virtual reality is a game changer in the worlds of film and marketing. It is moving into the mainstream as more brands see the value in embracing technology and opportunities to create and share truly immersive content that makes you feel as if you are truly there,” DiLallo said.

Qantas group executive for brand, marketing and corporate affairs, Olivia Wirth said: "Our virtual reality headsets have already proven a hit with our customers in our lounges and on some of our international flights. It's a fantastic way for us to give our customers a unique experience of the Great Barrier Reef and Hamilton Island, which we expect will translate into more people choosing to visit the Whitsundays for the next holiday destination."

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